Ask Score: Marketing to the generations

This undated photo provided by Chrysler shows Will Ferrell as "Anchorman" character Ron Burgundy in an advertisement for the 2014 Dodge Durango. Chrysler marketing chief Olivier Francois said Paramount Pictures bartered work on the commercials in exchange for the promotion in the ads of an "Anchorman" sequel that is due out in December.

Q: As a small-business owner, I have a rather small budget for advertising. Given the generational divide, how can I reach the most people?

A: The short answer is ... you can't. There is no "one-size-fits-all" solution to your problem. Each generation has its own unique characteristics, influenced by their life's experiences.

The silent generation, those born before 1945, are conformists, patriotic, loyal, and generally resist change. They prefer to get information from newspapers and magazines. Treat them right and you generally have a long-term customer.

The baby boomers, born between 1946 and 1964, make up 35 percent of the American adult population, and control three-quarters of America's wealth. They are the generation that experienced Elvis Presley, the Beatles, the civil rights movement and Woodstock. Many come from affluent families, like nice things and are willing to pay for them, a marketers dream.

Generation X, those who were born between 1965 and 1977, are also knows as the "latchkey generation." Many come from broken households and are cautious to marry. They are well-educated and self-sufficient. They value facts and candor. Slick advertising gimmicks will not resonate with this group.

Generation Y, aka the "wired generation," was born 1978 to 1996, during a time of immense technological innovation. They are well-grounded, independent and entrepreneurial. They appeal to the belief they can make the world a better place. Marketers should recognize that one-third of this group is minorities and advertising should reflect diversity.

Generation Z are those younger than 18. They are more tech-savvy than any of the previous generations. They like to think of themselves as individuals but are greatly influenced by current trends and peer pressure. Brand loyalty will only last until the next best thing tickles their fancy.

Numerous articles on generational marketing are available on the Internet and you should research the subject thoroughly. In summary, you are well advised to target the generations with whom you can best relate.

Gray Poehler is a volunteer with SCORE Naples. Their counselors can assist and offer advice concerning management issues facing your small business. Counseling is provided free to all U.S. citizens and legal immigrants. To register, call 239-430-0081 or visit www.naples.score.org/mentors.